It may be an interesting idea but, as you can see from the responses so far, understanding the problem and people's pecrception of the problem will be key to successfully framing your solution.
It wouldn't surprise me if there was enough interest to make a go of something like that - provided you got your product, costs and marketing sorted.
If you look at the very successful 'self help' books by Paul McKenna many of them have the titles starting "I can make you...[insert perceived resolution of some ongoing problem]"
I read in an interview that they used those titles following market research. But I suspect, even if they did do market research, he knew exactly what he was up to.
By becoming the 'cause' (I can make you) he puts the reader 'at effect' and taps into a well known cognitive trait. Many people with an ongoing problem discount the impact of their own choices in sustaining or eliminating the problem and perceive themselves in a passive role in the problem context. They're often highly susceptible to the idea of someone making an intervention on their behalf. Good news?
I see a number of obvious splits in your 'Diabetic Audience' just a few of which include:
- People who have proactively embraced the idea of healthy eating, explored their own dietary needs and recognised they're not only eating healthier food but it actually tastes better than a lot of the **** they were eating before. They will have almost no interest in your product as they self cater and enjoy doing so.
- Those who are new to diagnosis, recognise that diet will play a key part and want help. They may buy into the meal idea initially, but a lot of these people will quickly understand that the answer is ultimately in their own choices. They will transition into members of the above group quite quickly.
- People who have enthusiastically embraced diabetes at the identity level 'I am a diabetic'. They are living at effect, largely ignoring the impact of their own choices, investing heavily in beliefs about genetic predisposition and often feeling sorry for themselves.
This third group is your target market. The issue is that it's also the market least likely to 'toe the line' in dietary terms. They are helpless in the face of their cravings afterall.
Although it seems as though you're offering something different you'd actually be competing for a segment in the very same market space currently so effectively dominated by the big food retailers.
Lynda McCartney managed to do a good job in the vegetarian market. On face value the advantage she had was brand recognition but in reality a bigger advantage she had over your idea is that she was selling directly to her audiences values. It may seem to you that you are too - we're talking about life and death here - but for many in your target market we're only talking in those terms because they don't value life enough. Harsh but true.
And on a personal note the issue I would have with the service is that it doesn't educate people about how to help themselves - it's giving people fish rather than teaching them to fish.